the fact that barack obama has a more positive favorable rating than mitt romney, both of them are pretty divided when we look at people's impressions of both candidates they are divided about these candidates and part of that is that they don't see, they don't see everything they want to see in any one candidate so it is not surprising that the economy and jobs is at the top but people like thinking about these other values, and other issues as they are making their choice but having to make the choice between what they are being offered. >> there is a similar methodology the campaign pollsters use as the public pollsters' use. the goals are very different. we are trying to identify whether attitudes people might share, campaign polls are about targeting and trying to influence public opinion because they want to win. sometimes the best strategic advice may be to drive of your opponent's negatives. they all do this. we see it in these ads which will push over $1 billion. a very different sort of dip -- the methods are the same but the goals are very different. >> you don't mobilize your